LifeStyles appoints Melbourne independent agency Yoke to focus on sex education

Independent agency Yoke has been awarded the agency of record for Australian sexual wellness brand, LifeStyles – work to begin on new initiatives in sex education, educator portals and teacher resources.

Following a competitive pitch, the agency will partner with the brand in an effort to show sexually active Australians the importance of sexual health and wellbeing, safe sex practices and the lifelong benefits of meaningful connections and sexual expression.

Yoke will be tasked with helping to devise an overarching brand strategy as well as to assist with bringing creative and marketing efforts to life – with a key focus on sex education and digital brand experience.

Says Aldo Oosterman, senior brand manager ANZ, LifeStyles Healthcare: “We’re thrilled to appoint Yoke as our Creative and Marketing partner. As the world’s longest-operating condom brand, LifeStyles has been a champion of safe sex for over 110 years. Every day, we stand for human connection – in all its forms and shared with whomever.

“We’ve recently done the strategic work needed to ensure that LifeStyles is fit for the future, and Yoke already have contributed to our overall strategic and creative direction. We look forward to working with the team on a number of key activities across our digital platforms, go-to-market executions, as well as within the educational space.

“What began as an effort to strengthen our marketing activity and consolidate our agency roster quickly developed into an insightful process that will truly bring the LifeStyles brand to life.”

Says Ryan Nadzielski, creative director, Yoke: “LifeStyles is a brand that we really admire. Beyond the broad product range their work in sexual education, sex-positive inclusiveness, and engaging in an important research partnership with La Trobe University, are the types of initiatives that make you proud to come to work each day.”

LifeStyles will be taking advantage of Yoke’s services covering brand strategy, creative, digital marketing, design and development.

Says David Evans, general manager, Yoke: “We can’t wait to help refocus and grow the LifeStyles brand and their important work in sex education. It’s not often you get the chance to bring together retail, FMCG, education, and health for work that’s so honest and human.”

Yoke is kicking off 2020 with a number of new business wins with a strong focus on end-to-end brand development, creative and design, and digital strategy marketing implementation.